// CYCLING APPAREL
A RAW, KINETIC BRAND IDENTITY AND VISUAL DIRECTION FOR A PERFORMANCE CYCLING LABEL BUILT FOR RIDERS WHO TRAIN HARD AND RIDE FURTHER.
// CLIENT
VELLO PERFORMANCE
// YEAR
2025
// ROLE
IDENTITY, ART DIRECTION
// DELIVERABLES
LOGO, TYPE SYSTEM, PACKAGING, CAMPAIGN
// THE WORK
// THE BRIEF
Vello had the product but looked like every other cycling label on the shelf — clean, technical, forgettable.
WE STARTED WITH THE RIDERS, NOT THE RACKS. SIX INTERVIEWS AND A COMPETITOR SWEEP SHOWED THE SAME GAP: EVERYONE WAS SELLING SPEED, NOBODY WAS SELLING THE GRIND. THE IDENTITY LEANS INTO THAT — HEAVY CONDENSED TYPE, HIGH-CONTRAST PHOTOGRAPHY, AND A PALETTE PULLED FROM WET TARMAC AND EARLY LIGHT.
THE SYSTEM HAD TO SURVIVE GARMENT LABELS, TECH PACKS, SOCIAL AND A RACE-DAY POP-UP. EVERY ASSET WAS BUILT ONCE AND SPECIFIED FOR ALL FOUR.
// THE OUTCOME
Vello relaunched in spring and raised its average jersey price by a third without losing a wholesale account.
+34%
AVERAGE UNIT PRICE
8 WKS
BRIEF TO ROLLOUT
2.1X
ORGANIC REACH, 6 MTHS
“FIRST DESIGNER WHO ASKED ABOUT OUR MARGINS BEFORE OUR COLOURS. SIX MONTHS LATER WE’RE CHARGING THIRTY PERCENT MORE WITHOUT LOSING A SINGLE STOCKIST.”
SARA LINDQVIST
/
FOUNDER, VELLO PERFORMANCE
